According to Bloomberg, Regal is considering employing demand-based pricing, meaning more popular films could cost more than less popular ones. Moviegoing would also be more expensive during peak hours and less expensive during less popular, midday times. The model would mimic demand-priced concerts and shows, as well as hotel and airline bookings.

“Changes to the historical pricing structure have often been discussed but rarely tested in our industry, and we’re excited to learn even more about how pricing changes impact customer behavior,” said Regal CEO Amy Miles.